Competitiveness of the Ice Hotel Industry in China - Assignment Example

The ice sculptures increase the attractiveness of hotel lobbies, and the nature of circumstances decides the type of food and beverages supplied. The temperature inside an ice hotel is 17 to 23 degrees Fahrenheit (-5 to -8 degree Celsius) which offers an exceptional experience to the tourists.

Since the ice melts in the sunlight, ice hotels require to be reconstructed every year. The most prominent feature of an ice hotel is that its walls, fixtures, and fittings are completely made up of ice. Colorful light settings make “the structures look more like magical snow castles than frigid artic dwellings” (Srinivasan, 2008). Generally, ice hotels are built beside rivers to maintain freeze. It would take five to six months for building an extensive, large-capacity ice hotel.

The emergence of the ice hotel concept has surpassed the resort and other cottage trends. Moreover, the transformation of a night into a day would create sheer exhilaration for the ice hotel visitors. The world’s first ice hotel was built in Sweden. c) Competitiveness of the ice hotel industry in China Since ice hotels are built seasonally and disappear after a certain period, it gets worldwide popularity. The increasing demand for ice hotels may persuade the sponsors to bring forth future modifications to this concept.

Ice hotels can mitigate the intensity of atmospheric conditions like global warming (explore). Moreover, since this concept does not hurt the environmental balance, it would not face legal or other political challenges. Before implementing the ice hotel project in China, it is necessary to conduct a detailed market study to get a clear view regarding the potentiality of the project in the country. It would be better to choose a SWOT analysis for this purpose as it covers all relevant aspects of the market.

Strengths The novelty and increased market demand for the ice hotel concept were found to be the most potential strength of this project. Since the ice hotel concept was filmed in James Bond’s Die Another Day movie, this innovative concept has been getting worldwide popularity. Similarly, the location of the business is another strength of the project since China is the world’s largest market. Since China is a highly- populated country, the Australian hotel chain can take business advantage of this feature.

The rampant technological development in China would also contribute to this business concept. Weaknesses Since the ice hotel is a new concept, the parent firm would lack marketing expertise; hence the management may fail to attract more visitors. A series of difficulties may arise during the implementation of the process if the project team is unaware of the technical aspects of the concept. Moreover, the management team may also face troubles with deploying experts in ice hotel construction.

Opportunities Modern facilities like information technology rampantly grow in China. The Internet would largely assist the project team to deal with various phases of the project. It has been identified that the internet is one of the best platforms to effectively market a new concept. The ice hotel concept in China may get several potential strategic alliance offers from other big hotel operators in Chin. An integration process would greatly aid the Australian hotel management to successfully market its concept among Chinese people.